Irina Shayk Stars in Pucci

PetitePaulina – Pucci enters the holiday season with a charming surprise: Irina Shayk as the star of its newest campaign, embodying the spirit of a classic cover girl. Artistic director Camille Miceli envisioned a world that feels both familiar and refreshing, a tribute to the golden era of fashion magazines where glossy covers shaped trends and dreams. With Irina at the center, the campaign taps into that nostalgia, yet speaks fluently to today’s visual culture. Still images and playful videos roll out across Pucci’s social channels, painting a story where elegance feels light, spontaneous, and deliciously cheeky. Miceli believes Irina captures the duality she wanted glamour wrapped in a wink and it shows. The campaign invites viewers to take a breath, smile, and rediscover joy through Pucci’s signature twist.

Silk Scarves as the Heart of the Holiday Story

At the core of the campaign sits one unmistakable Pucci icon: the silk scarf. Miceli intentionally built the visuals around this house emblem, reminding audiences that the scarf is more than an accessory it’s a piece of Pucci’s soul. The holiday season, with its warmth and rituals of gift-giving, becomes the perfect backdrop to spotlight this timeless item. Pucci’s scarves unfurl in bright prints and flowing textures, each one telling a story through color and movement. In the videos, Irina teaches viewers how to tie a scarf in quick, chic steps, blending fashion with approachable charm. Pucci frames the scarf as the ultimate gesture: a gift layered with personality, heritage, and endless ways to wear it. For more than 75 years, the house has kept the scarf alive, proving that true icons never fade they evolve.

Irina Shayk Embodies Cheekiness and Classic Glamour

Camille Miceli describes Irina as the perfect muse for this campaign, someone who channels vintage glamour while adding her own playful spark. That balance shines through each frame as Irina appears on mock magazine covers, dominating an imagined newsstand with a mix of confidence and humor. She chats lightly about how to pronounce Pucci, breaking the fourth wall and reminding viewers that luxury can be inviting rather than intimidating. The campaign paints her as a timeless beauty with a modern wink the sort of woman who can wear head-to-toe prints yet still feel effortless. Miceli’s intent was to celebrate joy, and through Irina, that emotion radiates naturally. She becomes both character and storyteller, making the campaign feel alive, inviting, and deeply human.

Vibrant Prints That Capture Pucci’s DNA

Pucci’s signature prints take center stage, transforming Irina into a walking canvas of color and rhythm. She appears in iconic motifs such as Marmo, Istrice, Hawaii, and Labirinto patterns that swirl, pulse, and unfold like abstract landscapes. Each print carries a piece of the house’s heritage, yet Miceli styles them in ways that feel utterly contemporary. The result is a reminder of Pucci’s genius: a brand that can be bold without losing elegance. Irina embodies the versatility of these prints, demonstrating how they can shift from casual chic to full-glam sophistication. Whether worn as dresses, separates, or tied creatively with scarves, the patterns speak to a sense of freedom. They honor Pucci’s legacy while pushing it forward, reaffirming why the brand remains iconic across generations.

Playful Video Narratives Directed by Columbine Goldsmith

The campaign’s short videos, shot by Columbine Goldsmith, add a layer of storytelling that still images alone could not achieve. Here, Irina is not just a model she’s the lead character of a mini-universe where fashion magazines come alive. Each scene captures her adjusting scarves, chatting with imaginary neighbors, or posing as though she’s stepping off a classic ’60s cover. Goldsmith fuses retro charm with modern pacing, creating a lively energy that mirrors Pucci’s identity. The videos feel intimate yet fun, blending cinematic direction with the spontaneity of social media. Viewers are invited into a world where fashion doesn’t take itself too seriously. Instead, it plays, laughs, and celebrates personal expression perfectly aligned with Miceli’s vision for a joyful holiday message.

A Campaign Powered by Creative Collaboration

Behind the vibrant visuals is a team of creatives who helped bring Miceli’s vision to life. Stylist Jacob K curated looks that honored Pucci’s heritage while amplifying Irina’s magnetic presence. Hair stylist Ryan Mitchell shaped sleek, polished looks reminiscent of vintage icons, and Min Kim’s makeup added softness without losing boldness. Together, they crafted a harmonious aesthetic that feels both editorial and approachable. Miceli’s recent inclination toward supermodels seen in Naomi Campbell’s appearance for the fall 2025 campaign reflects her desire to blend star power with storytelling. She understands the emotional pull these figures bring, especially when they embody the brand with sincerity. In this holiday chapter, the collaboration results in a campaign that feels warm, stylish, and celebratory.

A Holiday Message Rooted in Joy and Timeless Style

Pucci’s holiday campaign doesn’t simply showcase fashion; it offers a feeling one of joy, nostalgia, and effortless glamour. By placing Irina Shayk at the center, Miceli invites viewers to celebrate the season with a sense of lightness. The scarf, long cherished as Pucci’s emblem, becomes the conduit for that message. It’s versatile, expressive, and timeless, mirroring the spirit of the holiday itself. As the campaign unfolds on social media, it feels less like an advertisement and more like a festive story told through color, movement, and personality. Pucci reminds us that elegance can be playful, that heritage thrives when shared, and that style becomes most meaningful when it sparks delight. In this way, the holiday campaign becomes a gift one wrapped in silk, humor, and the unmistakable Pucci spirit.